Let me begin by saying I define “Traditional Marketing” by the marketing or communications folks who still believe the best way to help their organization is through advertising, media relations, direct mail, etc. In the right situation with the right company, each are important to the overall communications program, but every day the Web grows these tactics have less and less of an impact.

I just finished reading David Meerman Scott’s book The New Rules of Marketing & PR (for the 4th time in 3 years). Scott originally published this book back in 2007 and in an e-book format back in 2006, yet the principal direction of the book is very much alive and meaningful to communications and marketing professionals today.

Like watching a great movie multiple times and experiencing something new each viewing, I have a whole new set of “key learnings” after reading Scott’s book this morning. Throughout the book Scott hammers on the reality that “on the Web, you are what you publish” and that we live in a self-publishing time when businesses don’t need to rely as heavily on third-parties to connect with their buyers.

I’ve come to the conclusion that anyone married to traditional marketing methods and overall approach will undoubtedly fail in today’s communications climate. Here are the Top 3 Reasons Traditional Marketing Will Fail:

1 – Failure to align with business goals – It has always angered me to believe that marketing and communications professionals (self included) consistently fail to tie our strategies, plan and tactics into actual business goals and objectives like increased revenues and client retention. In today’s age of “Corporate Publishing” (or “Brand Journalism” as Scott discusses) we have the ability and responsibility to solve customer problems, gain their trust and point them to our solutions (when appropriate). We must stop leaning so heavily on metrics like website traffic and media clips in our communications plans and start making ourselves a more credible contributor to business goals.

2 – Talking AT instead of WITH key audiences – Every form of traditional marketing is one-way and salesy in nature. Our websites are structured around OUR products/services instead of allowing our target audiences to clearly identify with our brand when they visit our site. Social networking, blogging and the rapid dependence of the Web and powerhouses like Google have put control back in the consumer’s (no different in business-to-business) hands. Next time you’re considering a big media buy or ad campaign, take a minute to ask your customers how they might appreciate being communicated WITH…not at.

3 – Consumers are in control - An extension of #2, we now live in an age of ME Media where consumers are in complete control of the brands they wish to connect with and when. Even traditional media is filtered to the consumer as a result of technologies like RSS (real simple syndication) feeds, DVRs (digital video recorders) and satellite radio. Many brands have embraced and empowered their customers to have a voice for their company including Ford, Whole Foods and even those brands we may not have expected like Comcast. We must provide our customers with a voice and perhaps even a figurative seat at your board if you wish to connect with them moving forward.

I realize these might come as no surprise, yet I consistently fail to see marketing and communications professionals integrate these “New Rules” that Scott has clearly laid out in his book – back in 2006.

How have you made this shift? What aspects of these new rules have you incorporated into your traditional marketing plan?